Kepak investment will accelerate category growth
Kepak Convenience Foods is unveiling the biggest annual marketing campaign ever seen in the UK's £102million* Hot Snacking category.
 The Hot Snacking category leader is investing £6.6 million into its two leading brands during 2008. A £5 million programme will support Rustlers and a £1.6 million spend will back recently-launched UGO's Deli Cafe panini.
Rustlers, the Hot Snacking brand leader will spearhead its activity with all-year-round TV advertising, commencing in February. This will guarantee that the market-leading product range stays front of mind among the core target market of 16 to 25-year-olds.
Support for UGO's Deli Cafe, the new Hot Snacking Panini range, will include a national women's press advertising campaign and massive sampling activity. The range which launched in September has already been bought by over half a million households* and sold 1.5* Million packs.
Peter Fazal, Kepak Convenience Foods' Sales Director, says the brand investment will significantly strengthen the company's standing in the dynamic Hot Snacking category.
"We will enable retailers to develop the category from its current position of strength. Annual growth is already around 25%*, with Kepak brands accounting for 78%* of the category which attracted over 800,000* more consumers last year than 2006," he commented.
Lifestyle changes are also playing a major part in the sustained growth of Hot Snacking.
Nine out of ten consumers now have access to a microwave at work or university/college, fuelling demand for hot snacks that can be prepared quickly and conveniently. Rustlers & Ugo's Deli Cafe fill this need perfectly, therefore retailers should ensure they have both available at all times.
The £6.6 million investment announcement coincides with the news that Kepak Convenience Foods is launching UGO's Deli Cafe into the convenience sector.
The company describes the move as the 'single most important initiative' in the Hot Snacking market since it was established eight years ago.
The appeal and potential contribution to category growth of the range is reflected in the fact that listings have already been secured with Palmer & Harvey, Nisa, Londis, Budgens and Spar.
Peter Fazal says UGO's Deli Cafe will introduce new consumers into the dynamic food category that he predicts will double in value within five years.
"Busy consumers, bored with the same old sandwiches want an alternative: UGO's Deli Cafe provides a delicious, mouth-watering hot snack, made with authentic panini bread, in the traditional Italian way, stone baked with olive oil, filled with deli inspired ingredients like chargrilled chicken, mozzarella, pesto, and wholegrain mustard," he says.
"The range will enable women to enjoy delicious hot snacks that offer genuine convenience without compromising on quality or taste.
"Paninis are one of the recent success stories in foodservice, and we're now planning to emulate that success in the convenience sector. The UGO's Deli Cafe range will strengthen the appreciation of Hot Snacking, which is already regarded as a major category in its own right."
* Source (Nielsen 52 w/e 29th Dec 07)
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